Analyzing the online promotion of a tourist destination: the case of Saariselka

• Author: Vijoli C., Marinescu N.
• Pages: 153-162

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Analyzing the online promotion of a tourist

destination: the case of Saariselkä

Cristina VIJOLI1, Nicolae MARINESCU2

Abstract: Promoting a tourist destination online becomes increasingly popular due to the

high rate of internet usage by tourists from all over the world. This paper analyzes the online

image of a northern Finnish resort, Saariselkä. For this purpose, data was gathered from the

official website, search engines, social media and the mobile application. The main findings

of the analysis allow us to draw some major conclusions concerning the online

communication plan of Saariselkä. This also reveals flaws, which may hinder it attracting

more potential tourists. Firstly, Saariselkä needs a unitary image on all communication

channels. Secondly, a competitive advantage has to be indicated and promoted accordingly.

Thirdly, online visibility of the destination has to increase.

Key-words: online promotion, tourist destination, Saariselkä Finland

1. Introduction

The aim of this paper is to analyze the way in which Sariselkä, a tourist destination

located in northern Finland, is promoted in the online environment. Thereby, this

research tries to improve the image of the destination, by proposing initiatives meant

to increase its competitive advantage, as well as its notoriety.

The paper is structured as follows: after a short introduction, we start by

surveying the most important online promotion tools for tourist destinations. In the

next section the online information which promotes Saariselkä (official website,

search engines, social media, mobile application) is thoroughly analyzed with a

critical view on assessing its efficiency in creating a proper image for this tourist

destination. In the last section we draw some conclusions considering the way

Saariselkä is currently promoted and we suggest some recommendations, designed

to enhance the notoriety of this tourist destination, and to its differentiation from the

main competitors.

1 KONE Oyj, Espoo, cristinavijoli@yahoo.com

2 Transilvania University of Braşov, marinescu@unitbv.ro